advanced selling skills p1
TRANSCRIPT
1. Introduction to selling skills.2. Call sequence.
a) Opening.b) Probing.c) Reinforcing.d) Gaining commitment.
3. Dealing with resistance.4. Using visual aids.
There are three principles of salesmanship:1. Human relation2. Straight thinking3. Presentation
Product
Customer
Competitors
Product
Product knowledge is essential for thesuccess of sales calls.
It helps the salesperson show the customerswhat they will gain by prescribing anddispensing his product.
• History
• Research and DevelopmentGENERAL
INFORMATION
• Medical Background
• Product Information
• Mode of Action
• Indication and Dosage
• Limitation and Side Effect
• Advantages and Benefits
• Price
SPECIFIC INFORMATION
• Action, Indication and Dosage
• Limitation and Side Effects
• Disadvantages
COMPETITORS INFORMATION
Product knowledge is indispensable for thesalesperson to do his job effectively.
However not all information about theproduct should be demonstrated to thedoctor during the sales call, so that you haveto select what to say.
KNOWLEDGE IS POWERKnowledge gives you the three elements ofsuccessful selling.
It is hard to imagine a successful salespersonwho is not fully aware of his product.If you know every details about your productand competitors, you will feel confident.
The salesperson hopes to make the doctor seethe product as he sees.◦ Enthusiasm is contagious, let the customer catches
it.
The knowledge of why a doctor shouldprescribe a certain product is as important for asalesperson as knowledge of what he has tosell.
However, the salesperson should guard againsttalking too much about the product featuresand too little about what it will do for the sakeof the patient, instead of selling productfeatures, he should sell the effects and resultsof the product (benefits)
1. FEATURESThey are the characteristics of the product.This is what the producer puts into a product toproduce useful effects.A Feature is an ingredient or description of anaspect of the product.
2. ACTIONS / ADVANTAGESThey are the result of the feature. This is theway the product works, the effect of the featureis the most important thing.Actions are typically reduction or increase oflevels of body chemicals.Advantages are typically relief of symptoms orspeedy relief.Advantages also can be a relief of combinationof symptoms "pharmacological effect
3. BENEFITSThey are how the end user is improved. Theseare the final result of the action of the feature.Benefits state how the user is improved orgetting better.Benefits could be to the patients or the doctor.
FOR THE PATIENTReturning to normal life style.
FOR THE DOCTORDoctor benefits are typically being able toprescribe confidently and achieve control overthe illness.
BUT
Features Never Change
Benefits Do
Depending on the needs
Don’t Assume That a Benefits
That’s Important To One
Doctor Will Be Important To Another
Doctor
Don’t Assume That Your Customer Will Translate
Your Product Features Into Benefits
Then
He buys it
But
Remember that it is your role
FEATURE ACTION BENEFIT FABIn this method, you start with the feature andexplain its action and then come up with thebenefit
BENEFIT ACTION FEATURE BAFIn this method of organization, you start withthe benefit and then prove it with the actionand relate this action to the feature.
Customer
See You Soon IN
Part 2 of ADVANCED SELLING SKILLS
